Improving Email Response In A Permission Marketing Context
Ray Kent University of Stirling andHege Brandal Markup Consulting
Introduction
Several researchers have reported very low response rates to email surveys compared with conventional survey methods. Thus Tse et al. (1995) reported 6%; Kent and Lee (1999) achieved less than 3%, while Basi (1999) obtained results that represent less than a 1% response rate. Using email in a commercial direct marketing environment can produce even lower responses. Internet users are often nonreceptive to solicitation (Mehta & Sivadas 1995), particularly to unsolicited email, or spam, which in...